Listener Questions: Develop a Product Line or One at a Time?

We have been honored to be asked questions from our listeners, so we want to share their fabulous questions and our answer with all of you!

When introducing a new product on Etsy, is it better to develop and introduce one product at a time, or develop a line and then put them all on the shop at once? What did you do with your shop? (I have an idea for a new Etsy product I've never seen before but I'm not sure if I would possibly get copycats before I could create a good variety of them.)

When we opened our Etsy shop The Amateur Naturalist, we did have a “line” of products that we posted all at one time. We started formulating our idea in July of 2012 but didn't open our shop until November 2012. It was frustrating having to wait so long while we ironed out our products and ideas, but I suppose in the end it was nice to kind of open with a bang, so to speak. By opening a new shop with multiple products, I do think it helps lend credibility to your new shop, and helps new customers to trust you with a purchase.

Although we did start with a “line” of products, I don't necessarily think this has to be the way every time, especially if you already have an established shop. If you do have an idea for a new product that you haven't seen before, it might make sense to wait and have a wide variety before posting one, and in that way you can get a firm “market share” before the copycats start.

Another consideration would be the complexity of your idea. If your idea would be tough to copy then maybe releasing one would work. If your idea is easy for others to copy, then perhaps you should build up your options.

Consider your costs as well. If the cost/supplies to make one is high, you might want to test the market before making multiple items and investing a lot of money into the idea. However, if the cost to make each one is low, it probably makes more sense to make quite a few to open your shop with.

This would apply to the amount of time it takes to create each item as well. If each item is time intensive, it might be better to start with one and test the market. But if the amount of time it takes to produce one is low, it most likely makes sense to create a collection and post them all at once.

The complexity of the idea, cost of the item, and time required to produce each item are also strong considerations on whether or not you will have copy cats. The more complex, expensive, and time intensive, the less chance for a copy cat.

Unfortunately, there's no right answer on this one, but there are many considerations that can help to guide your decision. Best of luck to you, and we can't wait to see your new product!